Straight Forward Design has just created a striking brand identity and comprehensive business strategy for happiness training start-up, Haptivate. Haptivate spotted a gap in the market for a more science-based mental-wellness format and asked the London-based branding agency to devise a stand-out identity, business strategy and marketing collateral to help set it apart from the more 'homespun' or 'bohemian' offerings available.
To represent the Haptivate ethos, Straight Forward Design focused on the intersection between science and happiness. "The potential for mindfulness is what attracts people initially, but it's the science that gives Haptivate credibility," explained Mike Foster, Straight Forward Design's Founder and Creative Director. "The solution is a 'smile in the mind' - a 'human' brain icon with closed eyes and a gentle smile that represents lasting contentment. Because that's what people need - inner peace not short-lived bursts of joy."
A soft coral and blue palette amplifies that messaging, conveying a sense of positivity and tranquillity. And the font, a grounding, open sans serif, ensures the word Haptivate is instantly legible and accessible.
Straight Forward Design was also tasked with addressing Hapitivate's market positioning. The existing website was trying to be all things to all people. Straight Forward Design realised that to succeed Haptivate needed to focus its attention on getting a bigger slice of businesses' employee training budgets - a particularly competitive area.
To achieve this, the design team worked with Haptivate to streamline its product portfolio, website and marketing materials, to make it easy for potential clients to find their way to the programmes most relevant to them.